迪士尼发展战略

In the early stage,JV was applied to expand china mainland market，as following：1.Signing contract with TV channels to give permission to broadcast their animation pictures,thus making the typical characters influential among Chinese people.2.Looking for licensors,authorized them to use the companys brand and animated figures to produce derivatives.For example:Aigos MP3 player.Now combined JV with FDI,to enlarge market share.Examples:1.Building Disneyland in Hong Kong and Shanghai through FDI.2.Taking local culture into consideration when arranging the parks structure.Eg:lStuff in Hong Kongs Disneyland can speak three kinds of languages or dialects:Chinese,English and Cantonese.lIt is the first Disneyland that has Chinese restaurants.3.Assimilating local culture and adapting into its productive materials,which results in a intensification of the local peoples sense of closeness.Eg:The cartoon movie Mulan was based on a Chinese folk story.4.Cooperating with local cinemas and putting its latest film on screen in time.lThe FDI method helps remain the intrinsic features or atmosphere,and maintain the standardization of the parks holistic layout world-widely,which attracts lots of visitors.Also,FDI is capable of preserving the uniqueness of the companys label and image.lExperiential Marketing.The Disneyland itself is a way of Experiential Marketing.The companys brand idea and good impression has been widely disseminated during the experience process.Meanwhile JV is good for promoting the companys popularity and reducing the operating risks especially in a strange market.JV has advantages over brand publicizing,to integrate all the media:internet,TV,newspaper,magazines and so on.Adding Disneylands linkage on HF、VS、QQ and so on,convenient for players to visit.Cooperating with renren,kaixin to exploit games and entertainments with Disneys element.Issuing information of the recent Disneylands activities,movies and games to attract visitors.Embedding linkage into sites like SINA,YAHOO and putting advertisements on noticeable pages.Theme park industryToys and other derivatives Animation and film industryDisney has its own media,which is quite convenient for the release of its production.The first round is Disneys animation production.The box office plus the sales of the videos forms the first round profit,which has covered the cost of the film.Theme park industryToys and other derivatives Animation and film industryWith the expand of market,Disney has opened theme parks around the world.The second round profit:the revenues of the theme parks.Theme park industryToys and other derivatives Animation and film industryThe derivatives ranging from toys to clothes has almost covered all the extent of articles for children.Disney has given licenses to lots of manufactures around the world,thus making its third round profit through sales of derivatives.Theme park industryToys and other derivatives Animation and film industryThe films has a great effect on the children,driving them to visit the park and consume again.While visiting,the expenditure of souvenirs,toys and food is necessary.Theme parks and derivatives have impressed the consumers,thus making them more aware of Disneys new product.演讲完毕，谢谢观看！